Effects of Podcast Advertising as Revealed in a Study Initiated by PodcastOne

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PodcastOne and Edison Research partnered to study the effect of podcast advertising platform to product awareness, desire to purchase and perception. This study targeted five national brands dealing in different types of product and services. It is the first time such a study is conducted, and Edison Research was hired by PodcastOne to do the task.

The study was done in 2016 and the results were announced early this year by both the executives of the two companies. The outcome revealed substantial positive effect, particularly on consumer’s willingness to buy, perception and brand awareness.

According to the Executive Chairman of PodcastOne, Norman Pattiz, the researcher conducted three different studies in 2016 on behalf of his company in order to determine effects of podcast advertising on selected brands. The research targeted established brands as well as less recognized ones. On both cases, the researcher conducted online surveys before podcasts ads were run, and again after all brands ran the ads for a period of 4-6 weeks.

The results showed how the audiences responded after podcast ads were ran, basically in terms of their perception to consider buying from those brands. Mr. Pattiz further explained they have been planning on ways to independently prove that podcast format is more effective compared to traditional formats, and the study by Edison Research revealed that.

Founder and Executive Chairman of PodcastOne

Norman Pattiz has served as the Executive Chairman of PodcastOne since June 23, 2016, and on the same day he relinquished his position of Chief Executive Officer of the company.

Pattiz has an experience of over 40 years in the media industry, particularly as radio syndication. In 1974, Pattiz founded Westwood One Inc., a company he transformed over the years until it became of the largest broadcaster in the United States. Under his leadership Westwood One was recognized as the best provider of sports, news, talk and entertainment shows across the industry. He served at the company until 2010, and after leaving he founded Courtside Entertainment Group.

Later, the entrepreneur found underutilized opportunities and he founded PodcastOne in 2012. Through his skills and experience, PodcastOne managed to grow rapidly to become a leader in production and distribution of audio programs.

According to Bloomberg, throughout his career, Pattiz has received several civic and professional awards such as the Distinguished Education Service Award, Broadcast of the Year Award and the Freedom of Speech Award.